When Mariah Carey’s All I want for Christmas is on repeat and Netflix has ‘Christmas’ as a trending movie genre, you know it’s time to get festive. We thought we’d get right into the spirit and investigate one of the most iconic, and long-standing brands to have ever existed. One that teaches a lesson in generational storytelling and bands together millions of parents across the globe in a secret society.
I’m talking about Santa (baby).
How It All Started: From Saint Nicholas To A Global Icon
During the 4th century, there lived a very real man called Nicholas. He was kind, generous and courageous. He was known as a protector for those in need, helping others in dire situations with secret-gift giving.
His good deeds became legendary. It earnt him veneration as Saint Nicholas and stories of his kindness were retold over the centuries, changing to suit local folklore and traditions.
By the 16th century, Saint Nicholas had adapted into different characters. In the Netherlands he was Sinterklaas. In the United Kingdom he became Father Christmas. And by the 18th century, when Dutch immigrants brought Sinterklaas to America, his story evolved into Santa Claus. It was at this point that his appearance started to shape into versions of Santa Claus we see today.
The 1822 poem titled ‘A visit from St. Nicholas’ (commonly known as The Night Before Christmas) described Santa as a plump, jolly, figure who delivered toys from a sleigh pulled by reindeer. Thomas Nast, a 19th-century American cartoonist, portrayed him as a cheerful, bearded man dressed in red. Then, in 1931, Haddon Sundblom came along and created the most iconic (and financially backed) version of Santa Claus for Coca-Cola. It’s his adaptation of St Nicholas that is the most widely spread to date.
What Do Coca-Cola And Santa Claus Have In Common?
Not a lot really. But a very clever marketing department for the American based brand saw an opportunity to increase lapsing Winter sales through connection and storytelling.
It went a little something like this:
- Coca-Cola needed a strategy to increase declining sales during the colder months. Consumer perceptions up until the late 1920s positioned Coca-Cola as a refreshing beverage for warmer weather.
- Santa Claus is a universal icon. Winter, Christmas and Santa Claus all happen at the same time in America. The timing was excellent. A joint venture with Santa Claus meant they could piggy-back off Saint Nicholas’ authenticity to bolster their own (just like influencers on social media). This positioned Coca Cola as a brand that evoked nostalgia and warmth as part of the Christmas Spirit.
- The story of Santa is one of hope, joy, kindness and giving to help others. Values that aligned perfectly with Coca Cola’s mission to “refresh the world”.
- America and beyond. Using a global icon meant that Coca-Cola could connect to customers on a global scale transcending language and cultural barriers.
Did it work?
Heck yeah it did!
Coca-Cola was successfully repositioned to a year-round beverage and by the late 1920s, Coca-Cola had expanded its bottling operations to over 27 countries. This significantly increased global reach and sales potential. The Santa campaign was and is still so successful that it being used across the globe 90+ years later. You can check out the 2024 commercial by clicking here
The Power of Generational Storytelling
Truly great brands are built on foundations of authenticity. More specifically, trust, purpose, values, emotion, consistency and engaging with customers.
These are all ingredients of a good story that, in Santa’s case, has been told for well over 1,700 years.
What makes the Santa Claus story so extraordinary is how it has evolved to suit the modern day while retaining core elements of his story.
During the 19th to mid-19th century, it made sense for Santa to come down a chimney to gain access into your home. This is because they were a staple in most homes back then. While modern-day adaptations of the story use tech and magic to explain the same thing. The element that doesn’t change is the joy, wonder and kindness that he leaves behind.
Every generation adds layers to the narrative, making Santa relevant to the times without erasing his essence. This adaptability mirrors the principles of great branding, where consistency meets reinvention to resonate across time.
According to Forbes, brands with strong narratives are 22 times more memorable than a list of facts. This is because storytelling taps into human emotion and creates a shared cultural experience. The story of Santa Claus exemplifies this perfectly—each generation passes it down, making it part of our collective identity.
Why does storytelling work?
Science!
As any parent will know, a feel-good story before bedtime is a great way for children to relax. That’s because stories trigger the release of the hormone oxytocin which is linked to empathy and trust. Storytelling has a neurological impact on us. Wanting the feel-good moments we’ve read or heard about increase our willingness to do things in order to achieve this.
According to a study titled The Impact Of Storytelling On The Consumer Brand Experience, customers exposed a compelling story were more likely to develop positive associations and increased willingness to pay when compared with those not exposed to the brand’s story. The same study also concluded that well-crafted brand stories increase brand value. In short, storytelling isn’t just an art—it’s a profitable science.
Using the Santa model in your branding
Take a leaf out of any brand that has leveraged Santa’s image (and there’s been a few). They all follow the same formula. And it works.
Consistency: Santa is known for his image (red suit, reindeer, white beard etc) and core attributes (generosity, joy and kindness). In every story, ad, movie etc featuring Santa these attributes remain unchanged. This makes him instantly recognisable. In the same strain, brands must define and stick to their core values.
Adaptation: Just like Santa, successful brands keep their core values intact while adapting to suit modern-day cultures and changes in technology. Kodak proved that even legacy brands need to adapt. When the digital age hit, they adapted their mission of ‘press a button and we’ll do the rest’ to mean something completely different to the handheld camera. These days they offer a range of easy-to-use products that elevate the modern-day digital experience through portable projectors, films scanners, and camera accessories.
Emotional Connection: Santa’s story thrives because it’s tied to universal values like family and giving. Brands that connect on a level that is relatable create deeper connections. Telstra have been doing it for years, with their emotive advertising campaigns tailored to the Australian market with messages of connection and possibilities. Take their 2009 ‘The Great Wall Of China’ ad or their most recent ‘Wherever We Go’ campaign.
So, what can we take away from all of this? Firstly, Santa is a bit of a legend – both literally and figuratively. The evolution of his legacy is testament to the power of storytelling. And not just any old story. One that is emotional, consistent and adaptable to culture and time. This is why Santa’s brand is so believable and will continue to thrive for many years to come.
As the holiday season reminds us of the joy of shared stories, it’s worth reflecting on how storytelling shapes not only our traditions but also the brands we invite into our lives. Great brands, like Santa Claus, don’t just sell—they inspire, connect, and endure.